D&AD Ad workshop Breif. Deadline, July 19th

[Desh Premi]

D&AD Advertising Workshops Competitive brief – July 10 2006
>Deadline for entries 5.30pm Wednesday 19 July 2006 – entries received
>after this time will not be judged. Please read the brief carefully
before
>sending your entries in. Don’t forget to put your name on the back of
each
>piece of work (don’t worry too much if you don’t have a delegate
number).
>
>Mark your entry for the attention of Education Assistant, Summer
London
>Advertising Workshops and send or deliver to D&AD, 9 Graphite Square,
>Vauxhall Walk. London SE11 5EE
>
>Successful applicants will be contacted between 26 and 27 July, if you
>have not heard after this date unfortunately you will not have been
>selected for this workshop course. All work submitted cannot be
returned
>to the applicant, however following the competition you are free to
come
>and collect your work from the D&AD office if you wish.
>
>
>
>---------------------------------------------------------------------------
>
>Client: Black & Decker
>Brand: Pivot Head Dustbuster
>
>REQUIREMENT:
>Multimedia idea that could run across TV, Press, Print, Online, Event
etc
>
>THE CONCEPTUAL TARGET (Who are we talking to? What is their mindset
and
>how do they think and feel about the brand?)
>Dutiful Homemakers. These women are very house proud wanting the best
for
>the family but they are also time saving and looking for a hassle
free,
>convenient and quick way for cleaning. When it comes to cleaning, they
>will use the most effective tools for the job.
>
>CORE DESIRE (What exactly does our conceptual target want from the
>category and from a brand? What motivates them? Is this a functional
or
>emotional need?)
>What they want is to get the job done quickly, effectively and simply
with
>the least amount of hassle and the maximum amount of satisfaction with
the
>task and the result. When they buy a product they want to feel
confident
>they’ve made the right choice.
>
>THE SELLING IDEA
>Powerful solutions for everyday life.
>
>THE COMPELLING TRUTH (How can we support or justify the Selling Idea?)
>Black & Decker have invented the most effective Dustbuster ever. A
>revolutionary cyclonic system combined with movable nozzle provides
the
>most powerful suction in the market.
>
>The Pivot Head Dustbuster is still a handy appliance for ad-hoc quick
>cleaning up of small messes around the home and stairs but on the top
of
>these core applications, the pivoting nozzle allows you to more
>effectively clean in areas you could never get to with a conventional
>Dustbuster or vacuum cleaner. The Pivot Head Dustbuster has earned the
>right to sit alongside the vacuum cleaner as another essential
household
>cleaning tool.
>
>The Dustbuster was invented by Black & Decker and, like Hoover, has
become
>synonymous with the category. Black & Decker has now re-asserted its
>dominance at the forefront of the domestic innovation market by
>revolutionising the design and improving the performance of the
>Dustbuster, broadening and increasing the flexibility of its usage.
>
>TONE OF VOICE
>Inspirational, aspirational and functional - with a smile.
>
>EXECUTIONAL MANDATORIES:
>o Don’t just show that B&D is a smart-thinking company – we want to
make
>the consumer feel smart for choosing B&D.
>o The product must be the commercial, focusing on a single-minded
benefit.
>o The executions must be set in the ‘real world’ of everyday life i.e.
in
>the home or garden, and must be euro-friendly.
>o Must end with logo & web address: www.blackanddecker.co.uk
>
>
>
>---------------------------------------------------------------------------
>Competitive brief - Presentation Guidelines
>Approximately one week is available to work on the brief, which is
then
>judged by the creative team who set it. Only those registered
applicants
>who submit work by the deadline will be considered for the workshops.
If
>you make an application as an individual and then find a partner
between
>the time of registration and the deadline date for submissions, it is
>important that they register before the work is judged.
>
>Below are general guidelines from us to help you when putting your
work
>together
>
>
>Entries should be sent to D&AD Advertising Workshops at the address
above.
>
>Follow media specifications carefully if stated.
>Keep your drawings/concepts simple and clear.
>
>Write your name(s) clearly on the back of every piece of work.
>
>Visual work should be presented on A3 format and numbered 1/3, 2/3,
3/3
>parts if you are submitting a campaign consisting of three or more
pieces.
>
>If you are presenting a radio script ad it should be typed and
presented
>on A4 paper.
>
>Storyboards should consist of four to six frames for TV or cinema ads
and
>presented on A3 format, with a line of text under each frame. If you
do TV
>keep it simple, as few frames as possible with a minimum of written
>explanation, otherwise people just won't read it.
>
>DO NOT over-finish work. At this stage it is the idea that counts, not
the
>art direction or access to a Mac.
>
>DO NOT submit work that is over A3 in size.
>
>DO NOT submit work on board or card, please use paper.
>
>"Communication is the name of the game!"
>Remember:
>Innovative ideas. Clean, clear presentation. Research your product.
Have
>fun!
>
>
>

[Krish]

Can anyone apply for this?